AHEAD OF THE CURVE
The decision to invest in Highspot came at just the right time for FedEx. “We maintained a consistent buying experience, even when the world turned upside down,” shared Fedro. While the enablement team initially expected hesitancy to adopt the tool among its many experienced reps who were resistant to change, the implementation of Highspot had the opposite effect. Having real-time visibility into customer interactions and deal progress through seamless integration with Salesforce quickly convinced reps of the value of Highspot, making them eager to adopt the new solution. “With Highspot, they could visually see customer interactions and impact on deals,” said Fedro. “They were convinced because, previously, there was no way of knowing whether an email had been received. With Highspot, we can see it in action!”
Further, Highspot’s Pitch capabilities helped drive adoption by providing a compelling way to engage buyers digitally and saving reps time. For example, through Pitch Styles, sellers develop digital sales rooms (DSRs) that connect them with buyers to convey value in an engaging way. This allows FedEx’s reps to instantly personalize and pitch a microsite with key information and content for buyers to reference throughout the deal cycle. These features improved buyer engagement by 22%.
In the digital buying world, and especially amidst economic turbulence, being able to easily pitch and instantly gain insight into pitch performance, opportunity details, and buyer engagement became an advantage for FedEx’s reps. “Buyer decision-making begins early in the search process. By the time we get involved, decisions are already in motion,” explained Fedro. “We need to get our foot in the door early, establishing ourselves as trusted advisors rather than focusing on a hard sell. With the DSR, we can do just that – present content intuitively to engage and educate prospects as a deal progresses. Whether they buy from us or not, we want them to trust that we have their best interests in mind. We establish ourselves as experts and set up opportunities for discussions.”